A software company’s perfect customer base looks like:

1. people come in and out of the industry frequently – lots of newbies
2. are other sales people
3. Are likely to buy a product (or subscription) and not implement it – lowers support costs, hosting costs if a hosted web application
4. Can *always* do some more marketing

Two different types of technology and productivity tools in real estate

1. Lead generation – more leads
2. Transactional Efficiency – reduces your costs

Steps For Technology Adoption

1. Consider business goals – efficiency?  leads?  What business activities are you trying to impact and how? Write down your criteria.
2. What are other people doing?  (benchmark practices)
3. Comparison shop (benchmark products) (have to have vs. nice to have features)
4. Consider real costs – branding/customization, content development, product price, subscription costs, how much training do you or your staff really need, how much is support if you need it, can you get support locally, your time involvement?
5. Consider your ROI
6. Compare and select – create a spreadsheet, include pros, cons, costs, and have-to-have and nice-to-have features
7. adopt, train, track – hold dollars accountable for results

Essential marketing business practices for the real estate agent today (supported by technology)

1. Client IDX – Clients able to do their own searching, save favorite properties, have searches emailed to them  – lead generation/efficiency
2. Mass communication with past clients – email, direct mail, both – 12 direct/33 touch
3. Prospecting and Follow up plans for different audiences – 8×8
4. Automated Lead capture – web, IVR, stealth site, email, etc